Dyna Herlina Suwarto, M.Sc

Nurhidayati Kusumaningtyas, MA

Background

Cigarette industries are using “Advertisement” as one of their marketing strategy which is a popular strategy to promote a product

In order to achieve the goal the industries are using two approaches in their advertisements (Fill, 2005: 36): Informational ApproachTransformative Approach

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The findings will help Tobacco Control Activists to design and disseminate appropriate Public Service Announcements countering the Advertisement approach being used by the Tobacco Industry in an effective way.

Innovative Content

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To assess the information that is promoted through cigarette advertisement

To understand the symbols (images and language) cited by cigarette advertisement

To understand the values that is offered by cigarette advertisement

To assess the message strategy that is used by cigarette advertisement

To understand the advertisement approach that is used by cigarette advertisement.

Objectives

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Research Design: textual research using quantitative content analysis with summative method

Research Object: A total of 234 cigarette product advertisement copies that published in ‘Kedaulatan Rakyat’ newspaper since 1990-2013 from Province Public Library.

Methodology

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Research Validity: coding scheme and procedure, enumerator briefing

Research Reliability : inter-coder procedureData analysis : unit analysis

determine key words/imagescodingpercentage counting interpretation

Methodology (contd…)

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Variables: (Pollay, 1984)

Information: Basic Description Information Dimensions

Symbols Images: Setting, Model, Social Portrayal, Activities,

Institutional Words: Advertisement Copy, Tagline

Manifested Value Message StrategyAdvertisement Approach

Methodology (contd…)

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Findings from Literature Review

Pollay (1991) research depicted that most of cigarette advertisement was dominated by visual displays and almost no information is commonly used by advertisers to influence consumers to buy the product

Based on Global Youth Tobacco (2006) cigarette ads promote: bravery, machoism, trendy, cool personality, friendship, relax, optimist, masculinity, adventure, creative, criticism, change, exclusive, glamour, slim, proudness.

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1990-19951996-2000

2001-2005

2006-20102010-2013Slide # 9

Result and Analysis

Information Symbol Value Message Ads Approach

Low level nicotine

Popular culture artifacts but unrelated product property

Masculinity to approach the cigarette main market target which is male adult

Pathos approach that emphasizes on emotional persuasion

Transformative approach

Special flavor of kretek

Popular words, word play, rhyme, poems that are not related with the cigarette products itself

Active and happy to influence male young as starters.

The message strategy is to increase demand by involving the audience to do feel and learn

Rich of images without social context that are strengthen by ads copy that is not focus on product attribute.

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Information Symbol Value Message Ads Approach

The best seller product

The model mostly are majority ethnic male adult and young in order to persuade their main target audience

Special quality to accentuate the different between kretek for male adult and filter for male young consumer

Humor is used to attract attention and reduce negative or irritate feeling to the product

Symbolic product personification in order to create consumer positive feeling

The models are depicting as middle class people in order to attract low class consumer that associate cigarette with the successful life.

Repetition to enhance the brand image and personification in consumer mind

Result and Analysis (contd…)

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Conclusion

The information: low level of nicotine, the best quality of tobacco and the best seller cigarette

Images and words for establish brand images and personalityThe manifested values : masculinity, active and happy, special

quality (of kretek and filter) cigaretteMessage strategy: humor and information that are not related to

the product itselfTransformative approach.

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Recommendations

Anti- Tobacco messages should use transformative advertisement strategy

Anti-Tobacco messages should emphasize on masculinity, active and happy lifestyle without cigarette

A study should be done on cigarette company’s claim about low level nicotine and filtering cigarette that are considered less dangerous and youthful lifestyle.

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Further Research

Further research needs to examine ads in various media and different ads type in newspaper

It is necessary to examine the affectivity of public health ads using transformative approach to promote healthy life without cigarette.

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Research Limitations

The research only cover product ads in the newspaper however massive ads were publish on different kind of media

The research only analyze product ads meanwhile there are much more sponsorship and advertorial ads in the newspaper.

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